Search engine users click on news, images and videos
In response to search queries, Google and other search engines are increasingly presenting relevant results from news portals, YouTube, Flickr, Google Maps, Twitter, Facebook, and blogs alongside websites. This blend of results is called “Universal Search” or “Blended Search” and represents a new challenge for search engine marketing.
Search engines present blended search results for 33% of search queries. 36 percent of search engine users already click on news reports in the blended search results, 31 percent on images and 17 percent on videos. Search engine marketing must take advantage of this user behavior and adapt its strategy accordingly. But with what measures and consequences?
The website is the hub for search engine marketing; the rules of search engine optimization still apply and targeting the right keywords still determines success. The new task is to recognize the motivations and needs of consumers, provide content that is relevant to them and publish it on platforms that appear in the blended search results. For example, in the form of
- Blog posts
- Podcasts
- Apps
- Presentations
- How-to-do videos
- Press releases
- Pictures
- Facebook posts
- Product reviews
- Map entries
- Tweets
This information about the company, brand or product can be placed on numerous portals such as YouTube, iTunes Store, Slideshare, Facebook, Twitter, Flickr, Google Places, Open PR, price search engines, specialist portals or news portals. Search engine optimization of the content ensures that the information appears together with the website in the blended search results. This ensures that consumers can find the right information about the company, brand or product in the form of videos, audio clips, images and text in the search results, depending on their needs and interests.
In addition to knowledge of search engine optimization for the individual media, a prerequisite for successful work with blended search results is the harmonization of keyword selection and text structure between your own website and the presence in alternative information sources. Links lead the consumer from the alternative sources of information to the website where the conversion process takes place. Optimizing for blended search results involves work. However, the work is worth it, as the consumer can pick out the information that is relevant to them from the search results. In addition, relevant, attractive or entertaining content is recommended, which in turn supports viral marketing.
Imre Sinka, dotpulse Webagentur AG
The website is the hub for search engine marketing; the rules of search engine optimization still apply and targeting the right keywords still determines success. The new task is to recognize the motivations and needs of consumers, provide content that is relevant to them and publish it on platforms that appear in the blended search results. For example, in the form of
- Blog posts
- Podcasts
- Apps
- Presentations
- How-to-do videos
- Press releases
- Pictures
- Facebook posts
- Product reviews
- Map entries
- Tweets
This information about the company, brand or product can be placed on numerous portals such as YouTube, iTunes Store, Slideshare, Facebook, Twitter, Flickr, Google Places, Open PR, price search engines, specialist portals or news portals. Search engine optimization of the content ensures that the information appears together with the website in the blended search results. This ensures that consumers can find the right information about the company, brand or product in the form of videos, audio clips, images and text in the search results, depending on their needs and interests.
In addition to knowledge of search engine optimization for the individual media, a prerequisite for successful work with blended search results is the harmonization of keyword selection and text structure between your own website and the presence in alternative information sources. Links lead the consumer from the alternative sources of information to the website where the conversion process takes place. Optimizing for blended search results involves work. However, the work is worth it, as the consumer can pick out the information that is relevant to them from the search results. In addition, relevant, attractive or entertaining content is recommended, which in turn supports viral marketing.
Imre Sinka, dotpulse Webagentur AG
